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Optus gives youth a boost with new mobiles
15 Aug 2000

Cable & Wireless Optus today announced a special brand for the youth market. Called Boost, the new label will offer a range of pre-paid mobiles and phone cards.

Designed to capture the youth market, 16 years plus, Boost is a result of a strategic alliance between Optus and Boost Tel Pty Limited, a company with a team of experienced youth marketers who've developed such brands as Stussy, Mossimo and Globe.

Gerard Frack, Director Consumer and Wholesale, Cable & Wireless Optus said young adults are a very sophisticated market, who are brand aware, fashion conscious and techno savvy.

"With Boost we are creating a brand that speaks to young Australians in their language and in their environment giving them access to affordable mobile phones," Mr Frack said.

"Many young adults use mobile phones for work, part-time jobs and to keep in contact with friends when they are out and about.

"Boost means no bills, no long contracts, no credit checks. This is great for young adults who are getting started with work or study, need a mobile phone, but don't want the hassle of a long term contract," he said.

"We are putting the latest handsets such as the Motorola V.2288 with built-in FM stereo into their hands. We will continue to add the latest services including SMS and WAP in the future."

Boost is another coup for Optus' distribution channels as the pre-paid mobile phones will be available in non-traditional retail outlets including General Pants, Rebel Sport and over 1000 surf and ski shops Australia wide.

"Over the next few months you will see Boost aligned with leading brands and personalities including Pepsi, Quicksilver, Blink 182 and sports people," he said.

Start-up kits are available from as low as $39.95 with $40 of included calls. Re-Boost cards are available in $20 and $50 denominations.

For more information:
Louise Ingram
Cable & Wireless Optus
Phone: 02 9342 5042